Pristine booze for healthy types

Don't say this too loud, but being a health purist can sometimes get a little dull. Daily yoga sessions and organic wheatgrass leave you wonderfully flexible and with a perfect skin but on a Friday night, sometimes all you want to do is go out and get drunk. For a guilt-free night on the tiles check out Purity, opening on Thursday in Covent Garden.

Purity intends to serve organic wine and beer, pure spirits (at £130 for a bottle of vodka) and organic juice in a nonsmoking atmosphere vibrating with paving-stone-sized slabs of crystal embedded in the walls. The idea is to provide serious drinking for people who are serious about their bodies.

Chief executive Terry Pullen says he had the room designed with his own tastes in mind. He claims there are many like him: he works out, runs marathons, eats organic lettuce and drinks Evian all week, and then follows it up with a party that lasts all weekend. He wanted to create somewhere people could have a good time and still "stay in balance".

Pullen sees no reason why Purity should not be considered a health venue. "People want to know what is going into their bodies," he says. "I like going out but I can't stand smoking and I don't like to have music all the time. The space is geared around tranquillity, with salt crystals in the walls to purify and ionise the air, and ambient music. Purity caters to mind, body and soul."

The decor, described as "an intimate space of warm and mellow shades in honey and maple wood" is designed by Linzi Coppick, creative director of United Designers (the people behind Metropolitan, Nobu and Atlantic). To the untrained eye this translates as a tiny, windowless room decked out in beige. However little you drink, you can still OD on taupe.

Who will go? Not you and I, because of Purity's purist door policy. According to Simon Robinson, the bar manager, unless you are one of "the right people" you won't get in. Right people include musicians such as Cerys Matthews, Pink and Damage, and celebs Lennox Lewis and Macauley Caulkin. And, of course, health fanatic Madonna is expected. Pullen says: 'We've created the purest form of drinking environment. You don't have to go to a Hare Krishna temple to get holistic health."

Purity
61-65 Great Queen Street, WC2B 5BZ